Whose Lens Is Your Health IT Go-to-Market Strategy Built Through?
Developed by David Hacker, CPHIMS | Director, Elevate HIT Sales | MEDDPICC® Certified Trainer
Executive Summary
Health IT companies often build go-to-market strategy around how they want to sell. Hospitals and health systems evaluate technology very differently—through the lens of clinical value, workflow, economics, risk, implementation, and organizational readiness. This field guide examines 10 common GTM challenges and reframes each one through the buyer’s lens, using provider perspectives and practical lessons from the field.
10 Health IT GTM Challenges — Through the Buyer’s Lens
01 - Problem Importance
Are you solving a problem the provider considers important enough to fund and act on now?
Read Challenge 01→
02 - Pilot ≠ Commercial Validation
A successful pilot proves value in one setting—it does not automatically prove the organization is ready to scale.
Read Challenge 02→
03 - Payback Period
A strong ROI claim is not enough; the provider needs to understand total cost, payback, assumptions, and financial risk.
Read Challenge 03→
04 - Workflow & Adoption
If the solution changes how people work, workflow fit and adoption risk need to be addressed before the sale closes.
Read Challenge 04→
05 - Security, Governance & Risk
Security and governance are part of the buying decision, not late-stage hurdles to clear after interest is established.
Read Challenge 05→
06 - The Buying Committee
Health IT purchases involve multiple stakeholders with different priorities, risks, and definitions of value.
Read Challenge 06→
07 - Procurement, GPOs & Contracting
A contract vehicle can make you easier to buy from, but it does not create demand or replace the sales process.
Read Challenge 07→
08 - Policy, Standards & Interoperability
Policy, standards, and integration requirements can shape product fit, implementation burden, and commercial viability.
Read Challenge 08→
09 - Scaling Sales Too Early
Adding more salespeople before the GTM motion is repeatable can scale activity without scaling revenue.
Read Challenge 09→
10 - Pipeline vs. Commercial Readiness
A large pipeline is not necessarily a healthy one; buyer evidence matters more than seller activity.
Read Challenge 10→
Related Expertise
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